Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Information Subject Code: BUS106 Subject Name: Marketing Principles Assessment Title: Length: Marketing Mix Decision Analysis (Part A) Three - page analysis Weighting: 25% Total Marks: Submission: 100 Online via Turnitin Due Date: Week 7 (Monday 1st of May 2017, 15:55PM AEST) . Assessment Description . The purpose of this individual scenario analysis is to develop your skills in applying relevant marketing analysis tools. This will enable you to apply marketing theories and concepts to a ‘real world’ business case. The business case is as follows: R as Mother, V, and Red Bull dominating global market share. In recent medical research, however, energy drinks were found to be more harmful than helpful. It has been found that a person who consumes energy drinks on a daily basis is more likely to suffer severe medical conditions such as caffeine overdose, heart palpitations, neurological and cardiovascular defects, as well as poor oral and mental health. In light of the recent medical findings, the global consumption of energy drinks has started to decline as more and more consumers are becoming health conscious and knowledgeable about the risks associated with consuming such beverages. To address this change in consumer behaviour, a global company named XYZ has introduced a R H concoction of calming remedies that are not only delicious but also deliver many health benefits to the consumer. In the last two years, XYZ Company has gained a substantial market share. However, it has yet to be sold in Australia. You are now employed by XYZ Company as a marketing consultant. In your new job, you are tasked with conducting a marketing mix R Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. In your analysis, you will need to address the following: Product Decisions: a. Identify the product’s three layers (as per the information shared in Week 3). You may use diagrams and charts. b. Create a brand name for the product that fulfils one of the brand dimensions (as per the information shared in Week 3). c. Design packaging for the product. In designing the packaging, you will also need to analyse the packaging considerations relevant to the Australian market (as per the information shared in Week 3). Price Decisions: d. Which pricing objective should XYZ Company pursue in this scenario? Provide reasons for your answer, with reference to the information shared in Week 5. e. Determine the pricing point of the product, and suggest the most suitable pricing strategy in this case. f. Which special pricing tactics should XYZ Company consider and why? Provide reasons for your answer, with reference to the information shared in Week 5. In preparing your analysis, you will need to reference at least 8 sources of information. These may include corporate websites, government publications, industry reports, census data, journal articles, newspaper articles, and textbook material. Your analysis document MUST follow a professional report structure: Title Page Table of Contents Three-Page Analysis of: Product Decisions Price Decisions Appendices (optional) Reference List (you must apply Harvard Referencing Style) o . . . . . . . Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assignment Submission Students must submit their individual analysis via Turnitin on Monday 1st of May 2017, 15:55PM AEST. This file must be submitted as a ‘PDF’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is any issue with the submitted file. In this case, you must contact your lecturer via email and provide a brief description of the issue and a screen shot of the Turnitin error message. You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties that may occur Late assignment submission penalties Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy. . COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. BUS106 Assessment Marking Rubric – Individual Analysis (Part A) 25% Criteria HD (High Distinction) 85%-100% DN (Distinction) 75%-84% CR (Credit) 74%-65% P (Pass) 50%-64% NN (Fail) 0%-49% Analysis and Application /40 o You have analysed and interpreted accurate and specific market information o Your analysis clearly and thoroughly identifies and applies relevant BUS106 theories and concepts o You have analysed and interpreted accurate market information o Your analysis strongly identifies and applies relevant BUS106 theories and concepts o You have analysed most of the market specific information required by this assessment o Your analysis satisfactorily identifies and applies relevant BUS106 theories and concepts o You have analysed some market specific information, although your interpretation is not always relevant to the assessment criteria o Your analysis partially identifies and applies some relevant BUS106 theories and concepts o Your analysis lacks depth, and your interpretation is not relevant to the assessment criteria o Your analysis does not satisfactorily identify and apply relevant BUS106 theories and concepts Explanatory Text /30 o Your text is comprehensive and convincing, and directly aligned to what has been taught o Your text has impressive detail, is written professionally, and is mostly aligned to what has been taught. o Your text has sufficient detail but the wording can be improved somewhat and has the potential to be more closely aligned to the curriculum. o Your explanatory text is satisfactory, however there are obvious improvements that can be made to the writing style and the alignment of it to the curriculum. o Your text is neither explanatory nor convincing, and it is not evidently aligned to the curriculum. Report Format /30 Score Out of 100 o Correct grammar and spelling throughout the analysis with minimal errors. o There is an obvious and logical connection between your statements, enhancing the structure, synthesis and readability of your analysis o Your analysis is professionally presented and has been submitted in an entirely appropriate format o In-text referencing and the resultant reference list are correct, with no errors o Correct grammar and spelling throughout the analysis, with occasional errors o There is a logical connection between most of your statements, adding to the readability of your analysis o Your analysis is professionally presented and has been submitted in a format that, with some tweaks, could be suitable for a professional audience o In-text referencing and the resultant reference list are correct, with only the occasional minor error o Mostly correct grammar and spelling used throughout, but with errors relatively regular o Ideas/themes have been developed, but connections are not always obvious. This sometimes impacts on the flow and readability of your analysis o The format chosen for your analysis is appropriate but quite a few improvements would be needed for a professional audience o Errors in grammar and spelling are obvious but they do not disrupt readability significantly o Ideas/themes have been developed, but your composition lacks connections. This impacts on the flow and readability of your analysis o The format chosen for your analysis is satisfactory, but major improvements would enhance its effectiveness o Mostly correct in-text referencing and a reference list with major errors o Spelling and/or grammar is consistently incorrect, impacting on the flow and readability of your analysis o Ideas/themes have not been developed o The format chosen for your analysis lacks thought and consideration for the intended audience o In-text referencing and/or reference list is mostly incorrect Feedback and Grades will be released via Turnitin